Archibald Williams has been appointed as consultants to the Brisbane Broncos, recently launching a new brand campaign (The Heart of Brisbane), asserting the team’s dominance as the city’s iconic sporting organisation.
With a proud history and a new Queensland NRL franchise introduced in Redcliffe for season 2023, the strategy was to reflect and remind locals of the club’s position at the heart of Brisbane since 1988.
The idea created by the independent brand agency is a ‘love letter’ to Brisbane – for both the team and the city.
It was created to instil a sense of pride in modern Brisbane by looking back on what the state’s capital has achieved and the bright future ahead as one of Australia’s hottest cities.
The showcasing of this ‘new Brisbane’ has been perfectly encapsulated by the voice of the new campaign. iiiCONIC, a Ghanian born, Brisbane based up-and-coming Hip Hop artist, has lent his voice to the commercial.
Brendan Willenberg, executive creative director/creative partner, Archibald Williams, added: “Archibald Williams has a long history of brilliant Rugby League creative and securing the Broncos as a client is an amazing opportunity to continue this run.
“The challenge received from the Broncos was both a strategic and creative one and we’re excited to develop this idea into other channels as the season progresses.”
The Heart of Brisbane campaign will run through to October 2023 and includes TV, Digital, Social, OOH and Activations.
Michael Payten, Brisbane Broncos GM marketing, digital and communications, said: “The passion our supporter base has for our team and our city is undeniable and we are delighted with how this campaign has resonated and connected with all of Brisbane.”
This comes after Archibald Williams leaned into its strategic DNA last year with its proactive work to understand the current Australian consumer mindset.
Archibald Williams’ white paper, backed by bespoke research with Neilsen: Beyond the Algorithm, challenges the current state of marketing automation comms and the effectiveness of the existing approach to algorithms and data.
See also: Archibald Williams launches insights work backed by research with Neilsen